Brand Manager - Value Brands
About The Position
The Value Brands Segment Brand Manager plays a pivotal role in shaping and energizing our value brands segment. This role is designed for a brand-savvy, action-oriented strategist who thrives on turning insights into impactful programs. You’ll help define and deliver brand initiatives that elevate guest experience, drive franchisee performance and operator confidence, and reinforce our brand promise across every touchpoint. This role will partner with several cross-functional teams and manages varying project workstreams (ranging from brand positioning refreshes to field-facing toolkits). This role will also serve as a key voice in translating consumer and industry insights into brand strategies that drive long-term growth.
Requirements
- At least 5-7 years of experience in brand management, corporate strategy, marketing strategy, or project management.
- Proficient in Microsoft Office Suite (Excel, PowerPoint, Word).
- Strategic thinker with a bias for action and results.
- Strong communicator and collaborator across diverse teams.
- Detail-oriented and results-driven with project management and organizational skills.
- Comfortable navigating ambiguity and driving clarity.
- Passion for brand storytelling, guest experience, and owner success.
- Collaborative mindset and ability to foster productive relationships.
- Strong understanding of hospitality consumer insights, market dynamics, and competitive positioning.
- Bachelor’s degree in Marketing, Business, Hospitality, or related field.
Nice To Haves
- Experience in hospitality, consumer brand industries, or franchisor businesses preferred.
- Proven ability to lead cross-functional initiatives and influence without direct authority.
- Familiarity with project management tools or proven ability to learn new tools effectively.
- Experience with brand tracking platforms or consumer insights tools is a plus.
- Financial acumen with the ability to interpret performance metrics, analyze ROI, and connect brand initiatives to business outcomes.
- Advanced degree or certification in brand strategy, project management, or related discipline is a plus.
Responsibilities
- Serve as a brand champion and ambassador for brands within the Value Brands Segment.
- Monitor brand health metrics, program adoption, and industry trends; synthesize insights into actionable recommendations.
- Manage project timelines, deliverables, stakeholder alignment, and clear communications across internal teams (such as marketing, operations, design, and procurement) for a variety of initiatives.
- Support the development and execution of brand strategies that drive relevance, differentiation, and performance for the brands within the Value Brands Segment.
- Contribute to multi-year planning and innovation startegy pipelines that support long-term brand growth and performance.
- Engage with franchisees (through forums such as Owner Councils) to gather feedback, build alignment, and ensure brand initiatives are grounded in operational realities and franchisee needs.
- Develop compelling presentations that communicate brand strategies, project updates, and initiative outcomes to leadership, cross-functional partners, and/or franchisees.
- Travel up to 20% of the time for field visits, owner engagement, industry or company events, or similar.
Benefits
- Competitive compensation and benefits, including medical, dental, and vision coverage
- Leave and paid time-off for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance
- Financial benefits for retirement and health savings
- Employee recognition programs
- Discounts at Choice hotels worldwide
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What This Job Offers
Job Type
Full-time
Career Level
Mid Level
Number of Employees
1,001-5,000 employees
